Strengthening Retail Confectionery Supply Chain Management: The Interaction of Channel Capability and Real-Time Information Sharing (Published)
This study investigated the relationship between channel capability, real-time information sharing, and performance of retail confectionary supply chain firms. The study was anchored on contingency and social exchange theories. Using the cross-sectional survey design, primary data were collected through the structured questionnaire from 260 randomly sampled sales marketing and distribution representatives in major confectionery supply management companies in Nigeria. Data collected addresses issues including channel partnership, channel member capability, real-time information sharing, channel conflict management, market coverage, and on time delivery. Regression analysis was conducted on the model to estimate the relationship among variables. From the results, except channel capability, which yielded moderate estimation result, real-time information sharing and channel conflict management, and partnership correlated positively with confectionary supply chain performance. The study recommends increased top management commitment to channel relationship management in order to strengthen supply chain performance and ensure increased market coverage, and timely product delivery.
Keywords: Retail, channel capability, confectionery supply chain management, interaction, real-time information sharing